💵 The Profitability-First Scaling Framework

🚀 Overview

Most brands scale on ROAS hope — then crash.

This flips the script: Profitability first → Scaling second.

🎯 Why This Works

✅ Protects Margins

✅ Cash-Flow Safe (90-day payback)

✅ Predictable Scaling

🛠 The Framework

1️⃣ Start with CM2, not ROAS

CM2 = Revenue – COGS – Marketing

Rule: Never scale unless CM2 > 0

2️⃣ Anchor to Payback Period

CAC ÷ Gross Profit per Order → Target < 90 days

3️⃣ Define Allowable CAC

Allowable CAC = CM1 – Target Profit Margin

4️⃣ Use MER as the North Star

MER = Revenue ÷ Marketing Spend → MER ≥ 4.0

5️⃣ Scale Winners, Kill Losers Fast